ASA

ASA- advertising standards authority (regulates advertising and marketing campaigns)

Adverts:
-must not be harmful, misleading or offensive

Harmful:

  • ads must not contain anything that is likely to condone or encourage violence or anti-social behavior 
  • ads should be prepared with a sense of responsibility to consumers and to society 
  • ads must not portray or represent children in a secual way
  • ads should comply with the law and should not incite anyone to break it 
  • ads must not cause fear or distress
  • marketers must not use a shocking claim or image merely to attract attention
  • ads that are suitbale for older children but could distress younger chuldren must be sensitively scheduled
  • ads for age-restricted products like alcohol must not be targetted at anyone under 18
  • ads featuring sexual imagery must be carefully targeted and avoid causing hard of offense
Example: Criminal Damage 2012
-a magazine ad in Drapers fashion business magazine featured a black and white image of 3 young boys dressed in style and smoking cigarettes and a pipe.  
-dressed in the early 20 century 
-said to be irresponsible 
-lead to harm 
-the advert was taken down and wasn't shown anymore 

Misleading:
  • no advertisement should mislead, or be likely to mislead by inaccuracy, ambiguity, exaggeration, omission or otherwise
  • marketers must hold documentary evidence to prove all claims, whether direct or implied that are capable of objective substantiation 
  • marketing communications must be obviously identifiable as such 
Example: POM wonderful 2008
-cheat death- pomegranate juice 
-23 people complained 
-exaggerated the health benefits of the product 
-ASA had to ask to see evidance, and it was fell short of showing any direct relation 

Offensive:
  • advertisement nts should contain nothing that is likely to cause serious or widespread offense.  Particular care should be taken to avoid causing offense on the grounds of race, religion, sex, sexual orientation or disability 
  • ads featuring sexual imagery, particularly  poster that children are more likely to see, must be carefully targeted and avoid causing hard of offense
  • the fact that a product is offensive to some people is not grounds to remove an ad 
Example:Antonio Federici 2010
-6 complaints are it said to mock the religion "2 men seen as kissing"
-caused offensive due to religious complaints 

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